by Paul van Hattem
Co-founder Sync
From pitch mode to flow thinking
Winning complex deals isn’t about one flawless performance. It’s about designing the sequence between them.
The introduction that sparks curiosity. The discovery that sharpens understanding. The follow-up that keeps the energy alive. When these moments connect, they create motion. And motion is what moves decisions forward.
Designing the journey
Flow thinking means stepping back to see the architecture of your commercial process.
What does your prospect actually experience between “nice to meet you” and “let’s do this”?
What do they receive, read, discuss, or forward internally along the way?
Because each moment answers a different question:
Who are these people, and do I trust them?
Do they understand what matters to us?
Can I defend this choice internally?
When your materials — presentations, summaries, one-pagers — anticipate
those moments, you stop improvising and start guiding.
Selling to the room, not the person
No decision is made by one person anymore. Your champion might love you, but others will still need to be convinced. The CFO looks for numbers. The IT lead for risk. The end user for ease.
When you think in flows, you design for each of them and create the materials needed to convince the whole room.
Keeping the story in sync
Another benefit of thinking in flow is that it forces consistency.
When every touchpoint and sales asset, builds on the same core story, your message becomes stronger at every step. It’s not repetition. It’s reinforcement. That’s how your story starts to travel and gain momentum inside their organisation.
From reflection to action
Draw out your sales journey. Visualize the steps, the people, the moments. Know which proof point counts when, and what story belongs to each stage. Then match your materials to the moment and determine what you present, what you tell, what you send.
It’s simple, but it changes everything.
Stay in Sync.
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